As with most things, it’s all about finding a workable balance, and exactly where that balance lies is likely to be quite personal.
If you create purely for yourself, what you do may well be quite self involved. You probably haven’t given much thought to where it fits in genres or markets, or who the readers/viewers/users/listeners might be. This is fine if all you ever meant to do was make something for yourself. However, trying to go from making something that is only about your own vision and inspiration, and then trying to pitch it to other people can be very difficult.
If you create purely for other people you’ll probably spend your time doing things that are in keeping with genres and led by market trends. For a significant number of creators, this is a viable way of making a living. But, it can be emotionally exhausting, and it tends to result in work that is a lot like work that already exists. If you dreamed of doing something groundbreaking – and probably when you started, you did – this can prove deeply unsatisfying.
I’ve come to the conclusion that finding the balance between what you do for yourself and what you do for other people may be better approached outside of the creative process. I think the key here is relationships and how you interact with people. If you don’t read/listen/look at things akin to the stuff you are trying to make, you have no relationship with the form, the market or anyone else in it. This may seem ok if you are only creating for yourself, but it does cut you off. If you love something, surely it makes sense to engage with it? I’ve encountered creators who don’t want to sully themselves with other people’s work, but I’ve never felt it enhanced what they did.
If something truly excites you, then you explore it. I’m frankly suspicious of creators who don’t want to engage with anyone else – you can’t even know how relevant or obvious your work is if you go that way. There’s so much we can learn just by paying attention to other people. You want to talk to other people who are in the same territory. You want to exchange ideas, and find out what other people are excited about. In this process, you build a sense of people you might want to create for. You end up with interplay between your own vision and creativity, and the enthusiasm, vision and creativity of other people. It’s fertile ground – not wholly commercial, not wholly self involved.
I firmly believe that no good work is done in total isolation. All creativity is to some degree a consequence of a wider community and influences – whether you own that or not. The people who work consciously with these relationships get a lot of advantages. The snobby creator who sees themselves as a lone genius needing no relationships to sustain them, tends not to be as good as they think they are.